the hotel alternatives event...

www.hotelalternatives.net

For further information on all sponsorship opportunities please contact: Sarah Sangster | email: [email protected] | tel: +44 (0)20 8870 6388

The Hotel Alternatives Event 201721st & 22nd February 2017Jumeriah Carlton Tower, London

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“ This is an exciting time to be in the accommodation sector as change is happening in almost every direction. We want to create an event that examines why and how these changes are happening. Now is the moment to get in touch to shape what is discussed,”

Andrew Sangster, Editorial director of Hotel Analyst news analysis services and creator of the Hotel Alternatives Event.

The investment case for the emerging accommodation segments 21st & 22nd February 2017

The rise and rise of alternatives to traditional hotel accommodation is changing the investment landscape for what had been a specialised and exclusive real estate segment. Hotel Analyst, the definitive source of information for hotel investors for more than a decade, has launched an event to highlight the issues. New accommodation types – such as capsule hotels, hostels and serviced apartments - are emerging as direct threats to hotels. Other traditionally separate asset classes such as student accommodation, timeshare and the private rented sector are entering the short-term letting space as well.The new threats are being facilitated by the sharing economy as websites like Airbnb and Housetrip enable the emerging accommodation providers to cost effectively market to a wide audience of potential guests.The programme for HAE 2017 is still in gestation more will be available on our website as speakers are finalised.Last year we had thought provoking presentations followed with hard hitting panel discussion.

“ As we are not seeking fat cheques for consulting, we can ask the difficult questions,”

says Sangster.

This conference discussed the following areas in 2016:• Alternatives and equity markets• Raising equity finance - what is the appetite for

hotel alternatives on the stock market?• The leaders perspective - what are the

challenges with raising money for alternatives?• What are the investment yields on hotel

investment and how do they compare to other property segments?

Who should attend?The target audience for Hotel Alternatives is investors, operators and advisers with an interest in the new accommodation types that rival hotels.

The Investment Case for the Emerging Accommodation Segments


BackgroundThe Hotel Alternatives event, now in it’s third year, is the second out of three, to be launched by ZeroTwoZero Communications, the publishers of the Hotel Analyst titles. “The success of our Hotel Distribution Event has encouraged us to bring our editorial skills to bear on creating a new conference that will again have the hallmarks of real debate and insight,” said Sangster.Hotel Analyst, the 13 years old hotel industry investment information service, is again curating the conference so that the investment community can reach an understanding of what is happening across all types of buildings with beds.

“ This is an exciting time to be in the accommodation sector as change is happening in almost every direction. We want to again create an event that examines why and how these changes are happening. Now is the moment to get in touch to shape what is discussed,”

said Andrew Sangster, editorial director of the Hotel Analyst group.

The benefits of becoming a sponsorHAE 2017 offers a platform for you to showcase your products and services to an influential senior audience.“It is a cliche to state that the hotel industry is a ‘people business’ but suppliers have to engage on a personal level to win new contracts. At HAE we are bringing the right people at the right level to enable companies to make just such engagements” says Sangster.• Pre-event exposure of your company logo on

promotional materials related to HAE 2017• Your logo promoted via Hotel Analyst’s

database. Our database is the leading database in the industry with over 45,000 contacts of senior level people.


Investors hoping to diversify from hotels and other real estate are increasingly looking at the alternative sector, delegates at the Hotel Alternatives Event were told.With student housing and serviced apartments rising in popularity, investors were eager for more information, while all the while Airbnb is posing a threat to all areas of the real estate market.James Chappell, global business director, Horwath HTL, said: “We’re up to the same transactions levels as 2006/7. If hotels are on their way down, it makes sense to diversify. But the number one issue in the sector is lack of information. Even with serviced apartments it’s very fragmented, very split.”Simon Johnson, director, hotels & specialist markets, CBRE Hotels, added: “Investors are moving from hotels into student housing.The investment market points to yields which are closer to mainstream than hotels in student accommodation. They are moving into areas which were too exotic or too hard to understand - investors are looking at alternatives as they become a mainstream asset class and there are major returns to be made for first movers.” He pointed to research from CBRE which reported that the alternative sectors had risen to “around 20% of transactions by value in 2015”.Tom Walsh, CEO, Staycity, agreed, commenting: “We’re seeing appetite from institutional investors, they understand hotels and try to get a grip on how ours perform differently. We can convert four-star hotels into more keys than they can get. Everyone is chasing yields, yields are compressing. The volatility is lower with serviced apartments, and higher profitability.”Sean Worker, president & CEO, Bridgestreet, said: “In five years it has come leaps and bounds as a true real estate conversion model and a true real estate model. Look at the alternative use in a

downturn - we have the flexibility. That’s two yield parameters and two risk parameters.”At Meininger Hotels, where the company operates a hybrid along the hostel model, CEO Navneet Bali echoed Chappell, commenting: “Institutions are coming into the sector, but there is a paucity of information. There will be more interest in trade buyers in the future. But we perform better than hotels, which is reassuring for investors. The essential rent cover is strong and we have low volatility. We get resilience from the education market and the traditional hostel market - we have families who would have to get two hotel rooms.”Chappell added that the lack of recognisable brands “makes it harder from a lending point of view, because institutional lenders need a brand - but maybe we don’t need it. With the advances in distribution and technology - why do you need a brand?”Toby Barker, partner of UK head of real estate finance, DLA, suggested that investors in Europe could learn much from their US cousins. He said: “We are behind the US in terms of alternatives - less so on student [housing] - often we find the bankers will follow their investors”. Barker added: “If anything the cost bases are lower, it’s simpler. Lenders like that and it being less cyclical. The LTVs will still be slightly lower than a mainstream hotel, but they are workable alternatives to hotels for debt providers.”Andrew Harrington, partner, AHV Associates, commented: “There’s huge amounts of dry powder in private equity.”He said he saw family offices getting involved in alternatives. “The essential inefficiency in the capital markets” is that many investors don’t understand alternatives. “The awareness of non-traditional is growing fast, because the story is good.”

Investors look to alternatives


Enthusiasm from investors was already on the rise, according to Mark Clacy-Jones, VP, research, MSCI, who told delegates: “25% of investment allocation is now attached to the alternative bucket’ up from 5% 20 years ago”. He added that alternatives had risen from 2% to 12% of institutional holdings over last 20 years.Clacy-Jones pointed to the enduring popularity of hotels as an asset class, reporting that over the past 15 years, total annualised return has been 9% for hotels, 7.9% all properties and that total return for UK hotels last year was 13.6%, with income return of 5.3% and capital growth of 7.9%.He said: “Hotels are the global accepted next real estate market. Hotels comprise approx 2% of professionally managed real estate in mature markets. Hotels are seeing global interest from institutional investors and mature real estate asset class in many markets. The office sector is by far more volatile with more downside than when we look at hotel returns.”The threat - or opportunity - posed by Airbnb was a feature of the day’s debates. Worker, who signed a deal with Airbnb to distribute properties, said: “We offer choice to our customers through our relationship with Airbnb. We’re agnostic,” while Walsh added: “We would happily sell through Airbnb. They charge lower rates, they can level the OTA playing field”.The room heard some cautionary data from Tim Sander, director, on the move division, BDRC Continental, who reported that, according to the group’s research, 56% of business travellers know the Airbnb brand and 43% of leisure travellers, commenting: “I’ve never seen an individual hotel brand making such progress in such a short time frame”.He also reported that, bucking conventional wisdom, 17% of British business travellers claimed to have used Airbnb in the past 12 months, against 9% of leisure market. A concern for both the hotel and the serviced apartment sectors was his comment that “business travellers choose Airbnb for longer stays - where it is competing with serviced apartments”.While serviced apartments and hotels vie for investor money, Airbnb was recently valued at USD25.5bn. The elephant in the room has become a giant.

HA Perspective [by Chris Bown]:This is the year when hotels start being talked about as a fourth main real estate asset class, alongside industrial, retail and office properties. That means the alternatives will start moving onto the radar of those who have been active for some time in hotels. Invesco, for example, has already moved into hostels with its stake in Generator - and pronounces itself very happy with what it sees. As DLA’s Barker noted, the mainstream banks in the UK are still catching up, but US financiers are stepping into the gap.The alternative niches still have very low brand awareness - indeed, Hostelworld CEO Feargal Mooney said hostels as a segment still have negative connotations. He is spending substantial amounts of marketing funds on helping to change that, with inspirational campaigns focusing on the social side of hostels.Looking further ahead, Meininger’s Bali expects to be able to grow his hybrid business to the point where an IPO is a possible exit for its early supporters. It is some way off, however, he admitted.


Growing sharing economy platforms were celebrated, criticised and declared the next big thing by participants at the Hotel Alternatives conference.The fast accelerating brands such as Airbnband 9flats could potentially grab 10% of the accommodation market, delegates were warned. The British Hospitality Association insists regulators need to button down a new entrant that is circumventing business regulation; while some serviced apartment operators expressed the view that Airbnb is opening the eyes of consumers to alternative ways to stay away, in the process helping them.Ian Rennardson, managing director of travel and leisure equity research at Jeffries, was fresh back from a US lodging summit, where he saw the industry beginning to wake up to the disruptive power of the alternatives. Sentiment has turned against hotel stocks in recent months, and today “investor interest is as low as I’ve seen it”.The rate of growth of revpar has been tailing off in recent months in the US, and could turn negative this year; though he expects 2016 to deliver an average 3% revpar lift. “When the stock market gets nervous, things happen very quickly,” he warned, noting that the price at which the Starwood acquisition was struck was modest, while most US REITs are trading at a discount to net asset value.“We think the industry is fragmented, with no real pricing power,” he warned, added to which there is now too much new supply. London has seen an average 4% stock added a year in recent years; while in the US several cities have strong pipelines, topped by New York with 11.6%. “New supply is coming, and it is coming to areas where it will hurt.”Rennardson thinks too many in the hotel sector are failing to grasp how significant Airbnb could be, and drew comparisons with the impact of low cost airlines on the global airline business, and

Uber on the taxi trade. While the airline industry has continued to grow over the last decade, the incoming operators have stolen most of that growth from the traditional players.As an indication of how fast the disruptors can move, Rennardson said the Jeffries team was not allowed to use Uber a year ago, but it is now an approved supplier.Airbnb, he warned, is currently 1% of the accommodation market. That could rise to 10% by 2020, depressing revpar by 1% to 3% a year. “Unarguably there is already a measurable effect in cities such as New York.” And it is not just a leisure market phenomenon, with business customers migrating too, encouraged by initiatives such as Airbnb now accepting Amex reward points: “This is effectively a loyalty programme.”“We think London could go the same way as New York.”Delegates questioned some of Rennardson’s presentation, which covered purely hotels rather than the serviced apartment sector. One suggested that much Airbnb stock was not new to the market, rather it was existing apartment stock that was merely being marketed via a new platform.Rennardson agreed to an extent, noting: “If I was a bed and breakfast owner, I would use Airbnb as a distribution channel.”Taking a more combative stance towards the disruptors was Ufi Ibrahim, CEO, British Hospitality Association. “Our industry is not averse to the sharing economy,” she declared, before setting out a range of objections to the current situation. Having recently appeared before a government select committee to robustly raise her association’s concerns, she was armed with information.

Sharing impact growing and disrupting


“It seems that 50% of those listing on Airbnb are illegal, they are pseudo-hotels. They are acting within a completely laissez-faire bubble.” In contrast with her members, who need to meet a raft of regulations, collect VAT and pay corporate taxes, these new rivals escape such costly complications. Her association is lobbying for lawmakers to catch up, and to regulate Airbnb listings. “The regulator is listening, we will help to bring about a level playing field.”Roman Bach, CEO of apartment listing site 9flats.com, said the new online platforms “are not about sharing and caring,” but rather a fully commercial operation: “There are new players in the market building these things.” He believed the reaction of those such as the BHA was too late: “We have the hotel industry trying to defend itself against something that has already happened. The politicians cannot take something away from the voters, that they want.”Frank Reeves, CEO of Avvio and a provider that helps hotels improve conversions from website visits, had views both from inside the industry, and as a consumer. The new sites are filling a need, he noted: “I don’t think the OTAs have done a great job for the serviced apartment sector.”And, as a recent visitor to a hotel where he went hungry because room service closed early, he added: “Service levels in a lot of hotels have fallen off.” Airbnb hosts will typically provide local information and support that hotels no longer do. He also warned of further disruptors down the tracks, including a new hotel room sharing site, Winston Club, due to launch shortly in the US.

HA Perspective [by Chris Bown]:A year ago, Rennardson was being shown quickly out of meeting rooms, for daring to suggest investors sold hotel shares. So his views are clearly worth taking seriously.The problem for the hotel industry is that new development - long delayed by a finance industry scared to lend - is now ramping up. And that is happening just as the disruptive force of the sharing platforms starts to impact the market. The impact could well be more consolidation, as weaker players struggle once room rates and occupancy start to come under pressure.As some in the room pointed out, not all Airbnb listings are consumers’ spare rooms, new to the accommodation market; there is a lot of existing stock simply promoted in a new way. Savvy unbranded operators have jumped on to the platform, exploiting the brand’s high profile; while seasoned sellers using OTAs also like the look of Airbnb’s lower commission rates. Of course, in any individual market there will be winners and losers, with the weakest - traditionally the non-branded, single privately owned and run property - pushed from the market as the brands win over. Rennardson paints a picture where there may be more falling by the wayside in coming years, perhaps even the weaker brands.Of course, hotel operators could always revisit the concept of service, re-empowering staff. Mike DeNoma of GLH famously remarked on the massive waste of human capital he saw, when he arrived in his first job in the sector. But in a business where brand, landlord and management company all need to agree who does what, plenty falls through the cracks.The BHA’s combative stance is perhaps necessary, to gird the government into taking an interest. Previous demands for lower VAT rates and air passenger duty - also effectively ways to level the playing field in international tourism - have fallen on deaf ears. However, suggesting Airbnb is somehow condoning illegal activities was perhaps a step too far.But it is to be hoped that, behind the scenes, the BHA is also talking constructively to Airbnb. While Uber has almost appeared to take pleasure from the angst its arrival has caused, Airbnb’s public face is much more emollient. The company has met with lawmakers in several US and European cities, agreeing to collect local taxes and help police its listings more carefully.Reeves has a point about service, and it is something your correspondent has already personally experienced. Having used Airbnb, the experience is typically one of enjoying a level of personal service, with supporting information on a local neighbourhood, of the sort that concierges and hotel front desk staff no longer supply.



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Sponsorship packagesThere are two levels of sponsorship available at Hotel Alternatives 2017:

Exclusive Patron package including HA 2017 Cocktail reception sponsorship £5,000 + VAT• 2m x 2m table space in exclusive location by the

entrance to the conference room approx 2m x 1m• Company logo as “patron” on programme and all

HA 2017 Cocktail Reception information• Company logo has top weighting on all

promotional materials and on all signage as “patron”

• Signage will include welcome board at entrance, directional signage and reception desk front wrap.

• Company logo and acknowledgement on conference website homepage with hyperlink

• Solus email to delegates 2 days prior to event • 3 complimentary delegate passes (2 exhibitor

passes also included)• Sponsorship of the Hotel Analyst cocktails,

21st February

Sponsor package – limited to 12 only £3,500.00 + VAT• 2m x 2m table space in exhibit room • Company logo on promotional materials related

to Hotel Alternatives 2017• Company logo and hyperlink on Hotel

Alternatives 2017 website • 2 complimentary delegate passes (2 exhibitor

passes also included)

Additional sponsorship opportunities• Lanyards - £1,500 (exclusive)• Banners on HA 2017 website registration page -

£500 (exclusive)• Video advert on screen located in entrance

lobby - £250 • Notepads and pens - £1,500 (exclusive and to be

supplied by sponsor)• Plastic files for conference materials distributed

at registration - £1,000 (exclusive)• E-shot to potential database for

delegates - £1,000• Solus email to pre-reg delegates a week before

the event - £1,000• Lunch refreshments sponsor - £1,500 (exclusive)

Further advertising opportunities to reserve space in both publication and newsletter to boost profile are on offer. Separate media pack can be given if required.

For further information on all sponsorship opportunities please contact: Sarah Sangster email: [email protected] tel: +44 (0)20 8870 6388

Sponsorship Information


Companies that have attended HAE include:9flats.com, Aberdeen Asset Management, Aethos Consulting, Adagio Aparthotel (Accor), Accor, Adwen, Al Dau Development, Algonquin Hotels, AHV Associates, Amara Suites, Artelia UK, Armstrong Bishop, Ascott Hospitality Management, Austrade, Avvio, Axa Real Estate, Barclays, BskyB, BDRC, Beds and Bars, Bench Events, Blackstone, Boutique News, Bridgestreet, British Hospitality Association, Carlson Rezidor, CBRE, Change PP, Clive Associates, Christie & Co, CL Serviced Apartments, CMS Cameron McKenna, Colliers International, Comforts of Home, CP Holdings, Craigewan, Cycas Capital, Daniel Thwaites, Deloitte, Dexter Moren, DLA, Easy Hotel, Dolce Hotels and Resorts, Dublin Institute of Technology, Eastdil Secured, Eiendomsspar AS in Norway, Enterprise Greece, EPR Architects, Essential Living, DNB Bank, Expedia, Extreme International, EY, Fastbooker, Forenom, Frasers, FREO Financial & Real Estate Operations, Gerald Eve, Gerard Nolan and Partners, Gleiss Lutz, Google, Go Native, Hamilton Hotel Partners, Herald Hotels, HCR Group, Herald Hotels, Hetras Deutchland, Hilton Worldwide, Holiday Inn, Homestay.com, Homeaway, HOFTEL, Horacea Partners, Horwath, Hocoso, Horwath,

Hostelworld, Hotel Solutions Partnership, Hotel Xanadu, HVS, IHG, Invesco Real Estate, Hotel Analyst, Hutton Collins Partners, iDeas, Invesco Real Estate, IPD, Jefferies International, Jenics, JLL, Jupiter Hotels, Kew Green Hotels, KSL Capital, LaSalle Investment Management, Legend Hotels, Mango Hotel, Marlin Estates, Maxxton, M & G Real Estate, MSCI/IPD, Meininger, Michels Taylor, Natural Retreats, Micros, Otus & Co, PATRIZIA Immobilien AG, Pandox, Patron Capital, Poseidon, PwC, Rategain, Real Star Group, Ruby Hotels and Resorts, Salto Systems, Starboard Hotels, staycity, SACO Serviced Apartments, Safestay, Savills, School of Hospitality Management and Tourism, Select Property Group, Simons & Simons, Skylineworldwide, Soravia Capital, Starwood Capital, Staycity, Staying Cool, Steigenberger Hotels AG, Super City, STR Global, Supreme Committee for Delivery and Legacy, Syndicate Rooms, The Apartment Service, The Ascott Group, The ASAP, Travelodge, UCF Group, Univest, Unifold, Vastint Hospitality BV, Vinci-Immobilie, Virtue Capital, Vision, VIY Management, Westminister Council, Wragge Lawrence Graham & Co, Wyndham, Zoku, Zleep Hotels, Zoku.




2016 speakers:Navneet Bali, CEO, Meininger HotelsPaul Johnson, CEO, Kew Green HotelsGuus Bakker, COO Europe & Middle East, Frasers Hospitality GroupTom Walsh, CEO, StaycitySean Worker, President & CEO, BridgestreetFeargal Mooney, CEO, HostelworldEric Jafari, Managing Director – Development, SACOIan Rennardson, MD Travel & Leisure Equity Research, Jefferies InternationalNick Chadwick, VP Asset Management, Starwood CapitalPhilip Houghton, CEO, SafestayRoman Bach, CEO, 9flats.comJo Layton, MD, The Apartment ServiceMarcel Lindt, Business Development Manager, Frasers HospitalityShane Harris, CEO, Jupiter HotelsFrank Reeves, CEO & Founder, AvvioMarc Socker, MD, Invesco Real EstateAndrew Harrington, Partner, AHV AssociatesPatrick Angwin, Senior Director, Horwath HTLPaul Slattery, Co-founder and Director, Otus & CoMark Clacy-Jones, VP Research, MSCIThomas Emanuel, Director of Business Development, STR GlobalUfi Ibrahim, CEO, British Hospitality AssociationGoncalo de Vasoncelos, Co-founder & CEO, Syndicate RoomSimon Johnson, Director/Hotels and Specialists Markets, CBRE HotelsJames Bland, Head of Hotels & Hospitality Research, BDRC ContinentalRussell Kett, Chairman, HVS LondonMarc Jongerius, Co-founder, ZokuHans Meyer, Co-founder, ZokuAl Gosling, Chairman & CEO, Extreme International





Sponsorship packages:

Exclusive Patron Package £6,500 Including HA 2017 Cocktail Reception Sponsorship

Sponsor Package £3,500 Limited to 12 only

Additional Sponsorship opportunities (PoA):

lanyards £1,500

Banners on HA 2017 £500 website registration page

notepads and pens £1,500

Plastic files for conference £1,400 materials distributed at registration

E-shot to potential database £1,000 for delegates

refreshments sponsor £1,500

Signed for and on behalf of the Hotel Alternatives 2017.

Signed:

dated:

All prices quoted are +VAT.

other details:

Contact details:

Company name:

Contact name:

Position in company:

Address:

Postcode:

Telephone:

Fax:

Email:

Invoice contact:

Purchase order number (if applicable):

Total Cost £ (gBP) +VAT I/we agree to pay the total cost shown above issued by Hotel Alternatives 2017 and pay the instalments within 14 days of invoice date, (except for bookings made less than 14 days prior to the event which will be payable immediately upon receipt), and understand that the stand may be reallocated if payments are not made by the date required and the relevant cancellation fee will be charged.

Attached are our terms and conditions. I have read and accepted the terms and conditions.

I confirm that I am authorised by my company to sign this contract.

Signed:

dated:

Please return this booking form via email to:Sarah Sangster Email: [email protected] Please also include with your booking confirmation:• Company logo in jpeg & vector format• Company profile in 50 & 150 words• Website URL

Booking Form 2017

1. DEFINITIONS AND INTERPRETATION 1.1 In these terms and conditions the following terms shall have the

following meanings: (a) “ZTZ” means ZeroTwoZero Communications Limited (company number

4661849); (b) “Hotel Alternatives 2017” means Hotel Alternatives which is owned by

ZTZ. (c) “Hotel Alternatives 2017 Marks” means “2017 Hotel Alternatives 2017”

together with any other marks, logos, artwork, designs, slogans as may be advised by Hotel Alternatives 2017 in writing;

(d) “Booking Form” means the Hotel Alternatives 2017 booking form from time to time;

(e) “Commercial Rights” means any and all rights of a commercial nature connected with the Hotel Alternatives 2017, including without limitation, broadcasting rights, new media rights, interactive games rights, Sponsor/Exhibitorship rights, merchandising rights, licensing rights, advertising rights and hospitality rights.

(f) “Contract” means any contract between ZTZ and the Sponsor/Exhibitor for a Sponsorship Package or Exhibition Package;

(g) “Conference” means the Hotel Alternatives 2017, to be held on the 21st & 22nd February at the Jumeirah Carlton, London;

(h) “Conference Marks” means the Hotel Alternatives 2017 Marks and the Designation used singularly or collectively in association with the Conference or in the exercise of the Sponsorship Rights;

(i) “Conference Marks Guidelines” means the Hotel Alternatives 2017 guidelines setting out the technical requirements for the reproduction of the Conference Marks (if any), as these guidelines may be amended by Hotel Alternatives 2017 from time to time by notice in writing to the Sponsor;

(j) “Conference Venue” means the Jumeirah Carlton Tower, On Cadogan Place, London;

(k) “Designation” means the designation “[Official Sponsor of the 2017 Hotel Alternatives 2017]”.

(l) “Display Area” means the display area specified by Hotel Alternatives 2017 within the part of the Conference Venue applicable to the relevant Sponsorship/exhibition Package;

(m) “Exhibition Package” means the package of services and benefits identified in the Booking Form and more particularly described in the document entitled “Hotel Alternatives 2017 Sponsorship Information”;

(n) ”Intellectual Property Rights” means any intellectual property rights of any nature including without limit any copyright, know how, trade secrets, confidential information, trademarks, service marks, trade names and goodwill;

(o) “Products” means the products and or services of the Sponsor/Exhibitor;

(p) “Sponsor/Exhibitor” means the person, firm or company entering into a Contract as identified in the relevant Booking Form;

(q) “Sponsorship Package” means the package of sponsorship rights, benefits and services identified in the Booking Form and more particularly described in the document entitled “Hotel Alternatives 2017, Sponsorship information”;

(r) “Sponsorship Rights” means the bundle of rights set out in a Sponsorship Package; and

(s) “Sponsor’s Marks” means the Sponsor/Exhibitor’s name together with any artwork, design, logo and trade mark, together with any accompanying words, slogan or text of the Sponsor/Exhibitor as may be notified in writing by the Sponsor/Exhibitor.

2. APPLICATION OF TERMS 2.1 The Contract shall be on these Terms and Conditions and the Booking

Form to the exclusion of all other terms and conditions (including any terms or conditions which the Sponsor/Exhibitor purports to apply under any purchase order, confirmation of order, specification or other document).

2.2 No terms or conditions endorsed on, delivered with or contained in the Sponsor/Exhibitor’s purchase order, confirmation of order, specification or other document shall form part of the Contract simply as a result of such document being referred to in the Contract.

2.3 The Sponsor/Exhibitor acknowledges that it has not relied on any statement, promise or representation made or given by or on behalf of Hotel Alternatives 2017 which is not set out in the Contract. Nothing in this condition shall exclude or limit Hotel Alternatives 2017 liability for fraudulent misrepresentation.

2.4 Each order or acceptance of a quotation for Sponsorship Packages or Exhibition Packages by the Sponsor/Exhibitor from Hotel Alternatives 2017 shall be deemed to be an offer by the Sponsor/Exhibitor to buy the same subject to these Terms and Conditions.

2.5 No order placed by the Sponsor/Exhibitor shall be deemed to be accepted by Hotel Alternatives 2017 until a Booking Form duly executed by Hotel Alternatives 2017 is issued by Hotel Alternatives 2017.

3. SPONSORSHIP PACKAGES 3.1 Subject to payment of the applicable fee relating to the relevant

Sponsorship Package chosen by the Sponsor/Exhibitor (if any) Hotel Alternatives 2017 shall provide the services and benefits set out in such Sponsorship Package and grant to the Sponsor/Exhibitor the Sponsorship Rights.

3.2 The Sponsor/Exhibitor undertakes to Hotel Alternatives 2017: (a) to exercise the Sponsorship Rights strictly in accordance with the terms

of the Contract. For the avoidance of doubt, the Sponsor/Exhibitor shall not be entitled to use or exploit any of the Commercial Rights (other than the Sponsorship Rights) in any way;

(b) to use the Conference Marks and other branding materials provided by Hotel Alternatives 2017 in accordance with the Conference Marks Guidelines;

(c) to apply any legal notices as required by Hotel Alternatives 2017 or as set out in the Conference Marks Guidelines on all materials and products that incorporate the Conference Marks;

(d) to submit to Hotel Alternatives 2017 for its prior written approval, not to be unreasonably withheld, full details of all the Products and any advertising, promotional or other material or press release which associates the Sponsor/Exhibitor or the Products with the Conference, or which incorporates the Conference Marks, before their distribution, production or sale;

(e) to ensure that all materials and the Products promoted, published, distributed or sold and which are associated with the Conference or which incorporate the Conference Marks shall comply in all respects with the information approved in accordance with condition 3.2(d);

(f) to ensure that all materials and the Products promoted, published, distributed or sold and which are associated with the Conference or which incorporate the Conference Marks shall be safe and fit for their intended use and shall comply with all relevant statutes, regulations, directives and codes in force

(g) to provide to Hotel Alternatives 2017, at the Sponsor/Exhibitor’s sole cost and expense, all suitable material including artwork of the Sponsor’s Marks in a format and within print deadlines reasonably specified by Hotel Alternatives 2017 for it to be reproduced under the control of Hotel Alternatives 2017;

(h) not to apply for registration of any part of the Conference Marks or anything confusingly similar to the Conference Marks as a trade mark for any goods or services;

(i) not to use the Conference Marks or any part of them or anything confusingly similar to them in its trading or corporate name or otherwise, except as authorised under the Contract;

(j) not do or permit anything to be done which might adversely affect any of the Commercial Rights or the value of the Commercial Rights;

(k) to provide all reasonable assistance to Hotel Alternatives 2017 in relation to Hotel Alternatives 2017 exploitation of the Commercial Rights;

(l) to use its reasonable endeavours to assist Hotel Alternatives 2017 in protecting the Conference Marks and not to knowingly do, or cause or permit anything to be done, which may prejudice or harm or has the potential to prejudice or harm the Conference Marks or Hotel Alternatives 2017 title to the Conference Marks or to the image of the Conference, Hotel Alternatives 2017 or the Conference Venue;

(m) to notify Hotel Alternatives 2017 of any suspected infringement of the Conference Marks, but not to take any steps or action whatsoever in relation to that suspected infringement unless requested to do so by Hotel Alternatives 2017;

(n) to hold any additional goodwill generated by the Sponsor/Exhibitor for the Conference Marks as bare trustee for Hotel Alternatives 2017 and to assign the same to Hotel Alternatives 2017 at any time on request and in any Conference following termination of the Contract; 3.3 All rights not expressly granted to the Sponsor under this agreement are reserved to Hotel Alternatives 2017. The Sponsor/Exhibitor acknowledges and agrees that Hotel Alternatives 2017 is the owner or controller of the Commercial Rights and of all rights in the Conference Marks; 3.4The Sponsor/Exhibitor grants and Hotel Alternatives 2017 accepts a worldwide, non- exclusive, royalty free, sub-licensable licence to use the Sponsor’s Marks during the term of the Contract for the delivery of the Sponsorship Rights.

4. EXHIBITION PACKAGES 4.1 Subject to the other terms and conditions of the Contract, Hotel

Alternatives 2017 shall permit the Sponsor/Exhibitor to display its Products in the Display Area during the Conference. The Sponsor/Exhibitor shall not display any items other than the Products within the Display Area.

4.2 The Sponsor/Exhibitor acknowledges that it shall occupy space at the Conference Venue as a licensee and that no relationship of landlord and tenant between Hotel Alternatives 2017 and the Sponsor/Exhibitor is created by the Contract. The Contract is personal to the Sponsor/Exhibitor and only the Sponsor/Exhibitor and its staff may exercise the rights granted to the Sponsor/Exhibitor under the Contract. The Sponsor/Exhibitor may not assign, transfer or novate any of its rights and/or obligations under the Contract to any other person.

4.3 Hotel Alternatives 2017 retains control, possession and management of the Conference Venue and the Sponsor/Exhibitor has no right to exclude Hotel Alternatives 2017 from any part of the Conference Venue. Without prejudice to its other rights under the Contract, Hotel Alternatives 2017 shall be entitled at any time on giving at least 1 hours notice to require the Sponsor/Exhibitor to move from the Display Area to a comparable similar area within the Conference Venue and the Sponsor/Exhibitor shall always comply with any such request.

5. CHARGES AND PAYMENT 5.1 In consideration of the rights granted and services provided to the

Sponsor/Exhibitor under the Contract, the Sponsor/Exhibitor shall pay to Hotel Alternatives 2017 the amounts as specified in the Booking Form in accordance with the payment terms set out in the Booking Form.

5.2 All charges are stated exclusive of VAT which if applicable, shall be payable by the Exhibitor in addition at the rate from time to time.

6. OBLIGATIONS OF THE SPONSOR/EXHIBITOR 6.1 The Sponsor/Exhibitor shall comply with all applicable laws and

regulations relevant to its activities under the Contract (including, but not limited to, relating to the display and promotion of the Products) and shall comply with all site policies and procedures of the Conference Venue notified to the Sponsor/Exhibitor form time to time.

6.2 The Sponsor/Exhibitor shall ensure that during the Conference, the Display Area is manned by a suitable number of competent employees. The Sponsor/Exhibitor has no right to make any representation or warranty on the behalf of Hotel Alternatives 2017 and the Sponsor/Exhibitor shall ensure that none of its employees purports to do so nor makes any statement which is derogatory towards Hotel Alternatives 2017 or any of its products, services or brands.

6.3 At the request of Hotel Alternatives 2017, the Sponsor/Exhibitor shall exclude/remove from the Conference Venue any person present there at the request or invitation of the Sponsor/Exhibitor where Hotel Alternatives 2017 deems the continued presence of that person at the Conference Venue to be undesirable.

6.4 The Sponsor/Exhibitor shall ensure that the Products and any fixtures, fittings, furniture etc. which it installs within the Display Area shall comply with all applicable health & safety requirements (including, but not limited to, fire safety). The Sponsor/Exhibitor shall not in any circumstances bring any dangerous or inflammable items into the Conference Venue. At the request of Hotel Alternatives 2017, the Sponsor/Exhibitor shall immediately remove or make good any item within the Display Area which Hotel Alternatives 2017 in its absolute discretion deems to constitute an unacceptable risk to health & safety.

6.5 The Sponsor/Exhibitor shall carry out any fitting out of the Display Area during such times as are specified by Hotel Alternatives 2017 and, at the end of the Conference and upon termination of the Contract, the Sponsor/Exhibitor shall remove all items brought by it into the Conference Venue and shall leave the Display Area in a clean and tidy condition.

6.6 All items brought into the Conference Venue by the Sponsor/Exhibitor are done so entirely at the risk of the Sponsor/Exhibitor and Hotel Alternatives 2017 shall not be liable for any loss or theft of or damage to any such items howsoever caused.

6.7 The Sponsor/Exhibitor shall maintain in place public and employer liability insurance in respect of all periods of its occupation of the Display Area and shall produce evidence of such insurance cover being in place at the request of Hotel Alternatives 2017. The Sponsor/Exhibitor shall ensure that such insurance complies with any reasonable requirements as to minimum level of cover which may be specified by Hotel Alternatives 2017 from time to time.

7. LIABILITY AND INDEMNITY 7.1 Save in respect of liability for death or personal injury caused by its

negligence; for fraudulent misrepresentation; and for any other forms of liability which it would be illegal or unlawful for Hotel Alternatives 2017 to seek to limit or exclude its liability for, the entire liability of Hotel Alternatives 2017 to the Sponsor/Exhibitor under the Contract shall be limited to the value of charges (if any) actually paid by the Sponsor/Exhibitor to Hotel Alternatives 2017 under the Contract.

7.2 Except as expressly provided in the Contract, neither party shall be liable or responsible for the other hereunder in contract tort or otherwise (including any liability for negligence) for:- (a) any loss of revenue, business contracts anticipated savings or profits, or any loss of use of facilities; or (b) any special indirect or consequential loss howsoever arising.

7.3 In clause 7.2(b) “anticipated savings” means any expense which either party expects to avoid incurring or into incur in a lesser amount than would otherwise have been the case.

7.4 The Sponsor/Exhibitor shall indemnify Hotel Alternatives 2017 and keep Hotel Alternatives 2017 indemnified in full against any and all losses, liabilities, costs, claims, demands, expenses and fees (including but without limitation legal and other professional fees), actions, proceedings, judgements awarded and damages suffered or incurred by Hotel Alternatives 2017 arising out of or in connection with any and all acts, inactions and omissions of the Sponsor/Exhibitor, its employees, agents or sub-contractors in relation to its activities under the Contract.

8. TERMINATION 8.1 Subject to earlier termination in accordance with its provisions, the

Contract shall remain in force until the end of the Conference. 8.2 Hotel Alternatives 2017 shall be entitled to immediately terminate the

arrangement constituted by the Contract by notice in writing in the event that the Sponsor/Exhibitor: (i) commits any breach of its obligations under the Contract; (ii) ceases to carry on its business, becomes insolvent, enters into liquidation or administration, is declared bankrupt or any similar or analogous event occurs to it; and/or (iii) suffers any change in control whereby control (whether by virtue of ownership of shares or voting rights; ability to control and direct management policies and procedures; or otherwise) of the Sponsor/Exhibitor or any parent or holding company of the Sponsor/Exhibitor changes from the persons having control as at the date of the Contract; and/or (iv) fails to pay to Hotel Alternatives 2017 any sums payable under the Contract by the due date.

8.3 The Sponsor/Exhibitor shall have the right to terminate the Contract on written notice to Hotel Alternatives 2017 to be received not less than 90 days prior to the Conference. In the event of such termination, the Sponsor/Exhibitor shall be entitled to a refund of 50% of the amounts paid to Hotel Alternatives 2017 under the Contract.

8.4 Hotel Alternatives 2017 shall be entitled to terminate the right of the Sponsor/Exhibitor to exhibit at the Conference provided that Hotel Alternatives 2017 provides the Sponsor/Exhibitor with at least three months notice. In such circumstances, the sole liability of Hotel Alternatives 2017 to the Sponsor/Exhibitor will be to refund any advance charges actually paid by the Sponsor/Exhibitor to Hotel Alternatives 2017 in connection with the Conference in question.

8.5 Termination of the arrangement constituted by the Contract shall not affect the coming into force or continuing in force of any part of the Contract which, whether expressly or by implication, is to survive termination.

9. INTELLECTUAL PROPERTY RIGHTS 9.1 Hotel Alternatives 2017 and the Sponsor/Exhibitor acknowledge as

follows: (a) all Intellectual Property Rights in the Sponsor’s Marks shall be the sole and exclusive property of the Sponsor/Exhibitor, together with any goodwill, and the Organiser shall not acquire any rights in the Sponsor’s Marks, including any developments or variations; and (b) all Intellectual Property Rights in the Conference Marks shall be the sole and exclusive property of the Organiser and the Sponsor shall not acquire any rights in the Conference Marks, including any developments or variations;

9.2 The Sponsor/Exhibitor shall indemnify and keep indemnified Hotel Alternatives 2017 from and against all claims, damages, losses, costs (including all reasonable legal costs), expenses, demands or liabilities arising out of any claim that the Hotel Alternatives 2017’s use of the Sponsor’s Marks in accordance with the Contract infringes any Intellectual Property Rights or moral rights of any third party.

9.3 Hotel Alternatives 2017 shall indemnify and keep indemnified the Sponsor/Exhibitor from and against all claims, damages, losses, costs (including all reasonable legal costs), expenses, demands or liabilities arising out of any claim that the Sponsor/Exhibitor use of the Conference Marks in accordance with the Contract infringe any Intellectual Property Rights or moral rights of any third party. The limits and exclusions set out in clause 7 shall not apply to this indemnity.

9.4 The party seeking to rely on an indemnity at condition 9.2 and condition 9.3 (Indemnified Party) shall: (a) promptly and fully notify the other party (Indemnifying Party) of any third-party claim in respect of which it wishes to rely on the indemnity (IPR Claim); (b) allow the Indemnifying Party, at its own cost, to conduct all negotiations and proceedings and to settle the IPR Claim, always provided that the Indemnifying Party shall obtain the Indemnified Party’s prior approval of any settlement terms, which is not to be unreasonably withheld; (c) provide the Indemnifying Party with any reasonable assistance regarding the IPR Claim as is required by the Indemnifying Party, subject to reimbursement by the Indemnifying Party of the Indemnified Party’s costs so incurred; and (d) not, without prior consultation with the Indemnifying Party, make any admission relating to the IPR Claim or attempt to settle it, provided that the Indemnifying Party considers and defends any IPR Claim diligently and in a way that does not bring the reputation of the Indemnified Party into disrepute.

10. GENERAL 10.1 Hotel Alternatives 2017 nor the Sponsor/Exhibitor shall be liable for

any failure or delay in performing its obligations where such failure or delay results from any cause that is beyond the reasonable control of that party. Such causes include, but are not limited to: power failure, industrial action, civil unrest, fire, flood, storms, earthquakes, volcanic ash clouds, acts of terrorism, acts of war, governmental action, acts of god or any other event that is beyond the control of the party in question.

10.2 No amendment or variation to the Contract shall be effective unless made in writing and signed on behalf of each party.

10.3 Any notice given under or in connection with the Contract shall not be effective unless given in writing and delivered by: registered post (effective two business days after posting) or personal delivery (effective at the time of delivery).

10.4 Headings are used in the Contract for convenience only and shall not affect the interpretation of any particular provision.

10.5 No delay or failure by either party in exercising or pursuing any claim, right or remedy arising under the Contract or from any breach by a party of any of its obligations under the Contract shall operate or be construed as a waiver thereof, nor shall the rights and remedies of either party under the Contract be in any way extinguished or diminished by the granting of any indulgence, forbearance or extension of time by that party and a single or partial exercise of any right or remedy shall not prevent any further or other exercise or the exercise of any other right or remedy by that party.

10.6 If any part of the Contract is found by any competent Court or authority to be illegal, invalid or unenforceable, the parties agree that they will substitute provisions in a form as similar to the offending provisions as is possible without rendering them illegal, invalid or unenforceable.

10.7 A person who is not a party to the Contract shall have no right to enforce any of the Contract pursuant to the Contracts (Rights of Third Parties) Act 1999 (as amended from time to time).

10.8 Nothing contained in the Contract shall create a partnership, relationship of principal and agent, landlord and tenant or any other fiduciary relationship between the parties who are with respect to each other independent contractors.

10.9 The Contract shall be governed by and construed in accordance with English Law and (save in respect of the enforcement of any judgment) the parties agree to submit to the exclusive jurisdiction.

Terms and Conditions for sponsorship and exhibition packages


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